The Performance Racing Industry Show will return to Indianapolis Dec. 11-13 with an expanded slate of educational programs aimed at giving motorsports professionals new tools to grow their businesses on and off the racetrack. Organizers announced that more than 50 seminars, breakout sessions and panels will anchor the program at the Indiana Convention Center and Lucas Oil Stadium.
The PRI Show’s education platform will cover technical advances, marketing strategies and business management topics. Officials said the schedule is designed to meet the needs of teams, manufacturers, track operators and content creators across the sport.
“Education is the cornerstone of progress in motorsports,” PRI President Michael Good said. “At PRI, we are committed to equipping our community with the tools and knowledge they need to thrive in a rapidly evolving industry. This year’s educational offerings reflect our mission to elevate the entire motorsports ecosystem—from grassroots racers to seasoned professionals—by fostering innovation, collaboration, and growth.”
Officials noted that the PRI Motorsports Economic Impact Study highlights the scale of the industry, which contributes more than $69.2 billion to the U.S. economy and supports over 318,000 jobs. The Show functions as a centralized meeting point where companies across the ecosystem collaborate, showcase new technology and strengthen business ties.
Friday, Dec. 12, will feature the PRI Education schedule in meeting rooms 231–233 at the Indiana Convention Center. The program includes sessions on engine performance, sponsorship development, artificial intelligence and influencer marketing.
Panels will include “Key Performance with Bearings, Oil, and Balancing” from 9-10:30 a.m. with Dan Begle, Randy Neal and Lake Speed Jr., followed by “Sponsorship 101” from 11 a.m.-12:30 p.m. hosted by Alex Striler. Afternoon sessions will include “Drive Momentum with AI” from 1-2:30 p.m. with Chuck Tate and Kevin Barber of Digital Momentum, and “How Influencers Can Influence YOUR Customer Base” from 3-4:30 p.m. moderated by Taro Koki.
Exhibitor-sponsored seminars and the T.O.P.S. HQ sessions for track operators, promoters and sanctioning representatives will also be available near the Sagamore Ballroom. Organizers said these programs provide additional technical and business-focused training opportunities.
“This year’s program is designed to deliver real-world value to every attendee,” PRI Show Director Karin Davidson said. “Whether you’re looking to optimize engine performance, secure sponsorships, or leverage AI and influencer marketing, our sessions are tailored to provide practical takeaways that can be implemented immediately.”
More than 1,000 exhibitors are registered for the 2025 PRI Show, including more than 100 first-time exhibitors. PRI officials said this year’s response positions the Show to be one of the largest gatherings in the past two decades and reinforces its role as a key business driver for the motorsports community.
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